Place as a nexus for corporate heritage identity: An international study of family-owned wineries
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Place as a nexus for corporate heritage identity : An international study of family-owned wineries. / Spielmann, Nathalie; Cruz, Allan Discua ; Tyler, Beverly B. ; Beukel, Karin.
In: Journal of Business Research, Vol. 129, 2021, p. 826-837.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Place as a nexus for corporate heritage identity
T2 - An international study of family-owned wineries
AU - Spielmann, Nathalie
AU - Cruz, Allan Discua
AU - Tyler, Beverly B.
AU - Beukel, Karin
PY - 2021
Y1 - 2021
N2 - This paper uncovers the dynamic and reciprocal relationship between corporate heritage identities and corporate heritage brands. Through an examination of the role of place in the marketing strategies of seven family-owned wineries, in six countries, we explain how these wineries use their place to create and incorporate consistency with change in their marketing strategies. The cross-cultural case analysis of multigenerational and long-established, as well as novel and fledgling wineries, showcases how multiple role identities of wineries interact with the relative invariance of place to infuse corporate heritage identities and corporate heritage brands, and vice-versa. The results build on corporate heritage literature by providing an in-depth illustration of the role of place and corporate heritage identity interactions in the development of a firm's marketing strategy. The results are especially relevant for firms offering products anchored in a geographic origin.
AB - This paper uncovers the dynamic and reciprocal relationship between corporate heritage identities and corporate heritage brands. Through an examination of the role of place in the marketing strategies of seven family-owned wineries, in six countries, we explain how these wineries use their place to create and incorporate consistency with change in their marketing strategies. The cross-cultural case analysis of multigenerational and long-established, as well as novel and fledgling wineries, showcases how multiple role identities of wineries interact with the relative invariance of place to infuse corporate heritage identities and corporate heritage brands, and vice-versa. The results build on corporate heritage literature by providing an in-depth illustration of the role of place and corporate heritage identity interactions in the development of a firm's marketing strategy. The results are especially relevant for firms offering products anchored in a geographic origin.
U2 - 10.1016/j.jbusres.2019.05.024
DO - 10.1016/j.jbusres.2019.05.024
M3 - Journal article
VL - 129
SP - 826
EP - 837
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
ER -
ID: 219534568